Warburtons to call £5m media review

Warburtons, the independent baking company, is reviewing its £5 million media planning and buying account.

The baker is conducting a review through the AAR and the incumbent, MindShare, has been asked to repitch.

Agency sources suggest that Warburtons is asking contenders to include ideas covering areas such as sponsorship and other content in their presentations.

MindShare has held the media business since its creation in 1997. Ogilvy & Mather lost the creative account in 1998, following a review through the AAR that resulted in the business moving to Bartle Bogle Hegarty.

Warburtons has increased its Northern distribution to the rest of the country and in 2003 MindShare worked on ideas for the roll-out of its goods in the South-East.

The baker, the largest independent remaining in the UK, has focused in recent months on introducing new products. They include a healthier white bread called All in One and Mango and Cranberry Fruit Loaf. BBH created a 30-second TV spot for the launch of All in One.